Social Media: It's Not What You Say That Matters

ITS NOT WHAT YOU SAY THAT MATTERS, ITS WHAT YOU DO.

2009 Paul Isakson Paul Isakson - paulisakson.com

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The Worlds BestSocial Media MarketingPresentation* by Paul IsaksonHead of Strategyspace150paulisakson.com

2009 Paul Isakson*A tribute to Paul Arden

What well cover:Why social media mattersMarketing and social mediaConnecting with peopleIf you cant do any of this...

2009 Paul Isakson

Why does social media matter?

2009 Paul Isakson

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

2/3Global Internet Population Visit Social Networks

Flickr // Spencer E Holtaway

2009 Paul Isakson

http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/

Source: http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#

4/5U.S. Online Adults Participate In Social Media

Flickr // davefishernc

2009 Paul Isakson

http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#http://blogs.forrester.com/groundswell/2009/08/social-technology-growth-marches-on-in-2009-led-by-social-network-sites.html#http://www.flickr.com/photos/[email protected]/3413070834/http://www.flickr.com/photos/[email protected]/3413070834/

Flickr // NathanFromDeVryEET

The total time spent globally on social networks is growing at nearly 1.5X faster than the Internet average growing 18% between December 2007 and December 2008.

Source: http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

2009 Paul Isakson

http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://www.flickr.com/photos/spencereholtaway/3376955055/in/photostream/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/

All of this is creating a growing number of

conversations...

2009 Paul Isakson

both in social media and in peoples real world lives.

2009 Paul Isakson

Often, these conversations are of minimal importance

to marketing or your brand.

2009 Paul Isakson

But sometimes, they are about, or are related to,

your brand.

2009 Paul Isakson

Why does that matter?

2009 Paul Isakson

"Your brand is no stronger than your reputation and will increasingly depend on what comes up when you are Googled."

Allan JenkinsGlobal Communications Consultant

2009 Paul Isakson

Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641 2009 Paul Isakson

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110641

2009 Paul Isakson

PEOPLES BEHAVIORS ARE CHANGING

A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/3253782871/http://www.flickr.com/photos/[email protected]/3253782871/

A revolution doesn't happen when a society adopts new tools. It happens when society adopts new behaviours...

Clay ShirkyAuthor, Consultant, Professor at NYUUs Now (Film)

Flickr // Rain Rabbit

A REVOLUTION IS IN PROCESS

2009 Paul Isakson

ITS TIME FOR MARKETERS TO ADOPT NEW BEHAVIORS

Flickr // Andrew Huff2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/540122999/http://www.flickr.com/photos/[email protected]/540122999/

THE FUTURE OF MARKETING IS NOT ABOUT DOING AND

SAYING THINGS TO PEOPLE

Flickr // Arnisto.com2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/1715332001/http://www.flickr.com/photos/[email protected]/1715332001/

THE FUTURE OF MARKETING IS ABOUT DOING THINGS WITH AND FOR PEOPLE

2009 Paul Isakson Paul Isakson - paulisakson.com

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Marketing and social media

2009 Paul Isakson

People dont want marketing

messages in social networks or when they are having a dinner party.

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

Flickr // ElectricSheep2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/21813314/http://www.flickr.com/photos/[email protected]/21813314/

People dont want marketing

messages in social networks or when they are having a dinner party.

Jason CalacanisCEOMahalo.com / Internet Entrepreneur

DONT MARKET TO PEOPLE

2009 Paul Isakson

Facebook

Flickr

Blogs Twitter

MySpaceLast.fm

LinkedIn

YouTube

Digg

FriendFeed Delicious

Wikipedia

PlaxoPandora Seesmic Vimeo

Marketing in social media

is often narrowly viewed

and talked about as the

tools people use within it.

2009 Paul Isakson

(When it comes to social media) companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/2966533302/http://www.flickr.com/photos/[email protected]/2966533302/

Companies approach social media in two different ways.

The first way, the companies focus on the features, tools and technologies, yet fail to understand the behaviors of their own customers online. As a result, they miss the mark.

The second type of company scans the seascape, and understands the fish theyre trying to reach. As a result, they are more successful in connecting with customers and catch the big fish... Fish where the fish are.

Jeremiah OwyangSenior Industry AnalystForrester Research

Flickr // shinyai

DONT FOCUS ON THE TOOLS

2009 Paul Isakson

The power of social media is found in the results of people using these tools the creation of self-organized communities of likeminded people making it a valuable way for businesses to inspire, inform, understand and connect with the people who buy their products and services.

Flickr // daveandsima2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/1166482591/http://www.flickr.com/photos/[email protected]/1166482591/

IN OTHER WORDS, THE MAGIC OF SOCIAL MEDIA IS NOT WHAT HAPPENS IN SOCIAL MEDIA, BUT WHAT HAPPENS OUTSIDE OF IT, BECAUSE OF IT.2009 Paul Isakson Paul Isakson - paulisakson.com

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What are people organizing around?

2009 Paul Isakson

SharedBeliefs

SharedInterests

SharedValues

2009 Paul Isakson Paul Isakson - paulisakson.com

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How do we connect with people?

2009 Paul Isakson

2009 Paul Isakson

Technographics

2009 Paul Isakson

This isnt what matters.

2009 Paul Isakson

Technographics

This is.

2009 Paul Isakson

Flickr // e-magic2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/http://www.flickr.com/photos/[email protected]/56206868/

2009 Paul Isakson

PEOPLES BEHAVIORS ARE CHANGING

What people are doing?

2009 Paul Isakson

The

Main Behaviors in Social Media

5 ConnectingCollaboratingCreatingSharing Consuming

2009 Paul Isakson Paul Isakson - paulisakson.com

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The

Main Behaviors in Social Media

5 ConnectingCollaboratingCreatingSharing Consuming

2009 Paul Isakson

People are connecting with friends, family, acquaintances and others who share their interests, values, and/or beliefs.

Flickr // alexkess

Connecting

2009 Paul Isakson

http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/http://www.flickr.com/photos/akc77/3370167184/in/photostream/

Thought Starters:

What values, beliefs and interests do you share with the people who buy your products and/or services?

Where are those people already spending time that you could connect with them through those things?

How can you connect people to other people and things that will help them accomplish their goals?

Connecting

Flickr // chrisjohnbeckett2009 Paul Isakson

http://www.flickr.com/photos/[email protected]/44651170